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Development and testing of the advertising literacy activation task: an indirect measurement instrument for children aged 7-13 years old
- Source :
- Media Psychology, 24, 814-846, Media Psychology. Routledge, Media Psychology, 24, 6, pp. 814-846
- Publication Year :
- 2020
- Publisher :
- Informa UK Limited, 2020.
-
Abstract
- Contains fulltext : 222400.pdf (Publisher’s version ) (Open Access) The aim of this study was to develop and test an indirect measurement instrument that is able to assess children's advertising literacy activation. Study 1 (N = 24, age: 10-12) describes the development of the Advertising Literacy Activation Task (ALAT) in which participants sort successive words in two categories: advertising or news. Studies 2 and 3 tested the ALAT on usability, reliability, predictive, and construct validity. In study 2 (N = 38, age: 10-12), participants were primed with a story about advertising or about news. Study 3 (N = 114, age: 7-13) used a similar design but with actual television commercials and news broadcast. Frequency and speed of categorizing conceptual and attitudinal words were analyzed with Bayesian statistics investigating effects of priming, dispositional advertising literacy, and their interactions. Results indicate that the ALAT is a usable and reliable measurement instrument with good predictive validity, but with limited construct validity. 33 p.
- Subjects :
- Behaviour Change and Well-being
Measurement development
Social Psychology
Communication
media_common.quotation_subject
05 social sciences
050801 communication & media studies
050109 social psychology
Advertising
Literacy
Communication and Media
Task (project management)
Test (assessment)
0508 media and communications
0501 psychology and cognitive sciences
Psychology
Applied Psychology
media_common
Subjects
Details
- ISSN :
- 1532785X and 15213269
- Volume :
- 24
- Database :
- OpenAIRE
- Journal :
- Media Psychology
- Accession number :
- edsair.doi.dedup.....abcf0cf8f971efb51cc9aac66751346c